Crafting Your Public Relations Strategy

Public relation is the process of developing a public image for any business or brand. It is the function of PR to ensure that the brand, service or company is positively positioned in the minds of the public.

In the view of many experts, branding and public relation go hand in hand. Brand managers and other brand development personnel are accustomed to the PR concepts because they are responsible for ensuring that the brand has a positive public identity.

The basic characteristic of a successful PR campaign is that it remains invisible. Unlike advertising or marketing, a campaign leaves no trace of its existence in any form. It is the most intangible form of brand development and customer loyalty.

Hence, we can confidently say that public relation works towards news generation. When a brand launches a marketing campaign and news channels air its happening, it is also categorized. The viewer of the channel is totally unaware that whatever he/she is viewing is part of the PR campaign.

Public relations tend to work from behind the scenes. It never leads from the front; instead, it supports the brand from the back-end. Yet, it is public relations that take the company and its brand forward. Only through proper PR campaign can a brand succeed in generating consumer interest. Once the interest is generated, customer ends up purchasing the product. Hence, public relation can translate into profit generation as well.

Another benefit of a successful public relation campaign is that it brings the brand to the notice of the target audience. It results in providing the brand such mobility that it can conveniently walk up to the customer and convince him/her that it is what he/she desires.

However, it must not be misunderstood that public relation is all about messages and their delivery. In relation to brands, public relation is the crucial function of giving the consumers a feeling that “this brand is for me”. It creates an identity of the brand that the consumers can easily associate them to. It communicates to them the importance of a certain brand that can have in their lives. It gives them the confidence that no other product or brand can satisfy their particular need. And the best part lies in the fact that all this is done without the consumer even knowing about it.

Another objective that it achieves is that it creates feelings of familiarity and reliability in the consumer mind. Being marketers, we all know how critical building customer relationship is for the success of our brands. PR helps us in doing just that. Once a customer associates himself to a certain brand, he will always feel towards it as if it were his own. And this serves our purpose!

Public Relations for Public Relations Companies

Public relations for public relations companies is one of the most important tools to expand their business. After all if a public-relations company is really good then other companies will see this and want to hire them. When a company hires a public-relations team they expect 100% best efforts.

As the public-relations company does a good job they also need to toot their own horn. How can the public-relations company to its own horn and without detracting from the company they are promoting?

There are many ways actually and often you will see their logo at the bottom of a web site, on a press release or advertising. Sometimes the public-relations companies will give a discount to the client in order to do this. Often when we see a very good marketing campaign, public interest story or community-based marketing program; we say to ourselves Wow! And we want to know who is behind it; often what we find is that it is a public-relations specialist team promoting a product or service for their client.

It makes sense that public-relations is a big part of how a public-relations company would market itself to potential clients, corporations and organizations, which might hire it. Public relations companies must promote community goodwill with government agencies, nonprofit groups and local corporations.

They are often involved in the Industry Associations and Chambers of Commerce. No public-relations company is without good public-relations and if they cannot market themselves then no one is going to hire them.

10 Components of Online Public Relations

The expansion of public relations into the online arena is essential, both for PR pros and clients who hire them. Public relations is broadly defined as “unpaid publicity,” setting it apart from advertising, or “paid publicity.” Thus, Internet ads, including programs such as AdWords, should be left to advertisers. However, many online activities are available at no cost and require original vendor-neutral content. Therefore, they can properly be undertaken by a public relations agency.

1) Blogs

Collections of short entries with a common theme, blogs provide original thoughts by the client and are often written or edited by a public relations professional. They should reside on the client’s website, contain contributions of 200-300 words, and be posted at least once a week.

2) Email marketing

The purview of programs such as Constant Contact or Mail Chimp, email marketing consists of a customized template with article snippets and an optional link, “click here to read more.” The link will drive the reader to the client’s website and thus increase traffic. Email newsletters are also useful in reminding prospects of your services by showing up in their email box every other month.

3) Social media

The “sexiest” element of online PR, social media gives the opportunity for visitors to post their thoughts and links to interesting articles, with the option of commenting on posts left by others, known as followers, connections, etc. The big three: LinkedIn, Facebook and Twitter should not be neglected, but social media is constantly evolving. Pinterest was all the rage for a while and more recently, Instagram has taken its place.

4) Website development

Creating new web pages is relatively easy to learn, and you can then use FTP programs to upload, download and edit pages at no cost. The ability to create new pages is essential for a client’s website to remain dynamic, react to recent developments in its field and stay ahead of the competition.

5) Media room

A media room gathers all the publicity about your client in one section of its website. It should contain categories such as press releases, email newsletters and bylined articles with a landing page for each one, a list of the publicity achieved and a link to the full document. A media room will grow as the public relations professional achieves publicity for its client.

6) Search engine optimization

Search engine optimization or SEO requires the creation of original content and increasing the number of inbound links going to the client’s website. Inbound links are simply clickable text on other sites pointing to your own. Google uses this parameter as a primary element in determining the ranking of websites.

7) Keyword research

Keyword research provides critical information in determining website content. You must find out what keywords or short phrases your clients’ potential customers are using when they are looking to purchase their product. Then, you can optimize for those keywords by including them in the clients’ website and “meta tags.”

8) Article marketing

Article marketing involves the creation of bylined documents and then posting them on “content provision sites.” These sites provide material for their visitors, but anyone publishing them must include the URL to your client’s (author’s) site, thus creating an inbound link and improving SEO.

9) Graphic design

Typically outsourced in traditional public relations, elementary graphic design such as cropping and resizing images is essential for website content and email templates.

10) Integrated communications

The ability to combine all the elements above, re-using content where appropriate (depending on copyright permissions), and using them in tandem with traditional PR, is essential to garner the maximum benefit from an overall public relations program.